Determinants of E-WOM Influence: The Role of Consumers’ Internet Experience
University of Murcia, Department of Marketing, Murcia, Spain
J. Theor. Appl. Electron. Commer. Res. 2014, 9(1), 28-43; https://doi.org/10.4067/S0718-18762014000100004
Submission received: 13 August 2012
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Accepted: 23 September 2013
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Published: 1 January 2014
Abstract
Research has widely demonstrated that personal sources of information are more influential than firm-generated sources. The potential impact of others’ opinions has dramatically increased with the development of the Internet. However, very little is known about what makes certain opinions more influential than others. The purpose of this paper is to examine the determinants of electronic word of mouth (e-WOM) influence. We demonstrate that the influence of e-WOM depends on source credibility, valence, and the volume of information obtained from e-WOM. More interestingly, we also find that there exists a quadratic relationship between consumers’ Internet experience and e-WOM influence.
Keywords:
E-WOM; Internet experience; Source credibility; Valence; Volume
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MDPI and ACS Style
López, M.; Sicilia, M. Determinants of E-WOM Influence: The Role of Consumers’ Internet Experience. J. Theor. Appl. Electron. Commer. Res. 2014, 9, 28-43. https://doi.org/10.4067/S0718-18762014000100004
AMA Style
López M, Sicilia M. Determinants of E-WOM Influence: The Role of Consumers’ Internet Experience. Journal of Theoretical and Applied Electronic Commerce Research. 2014; 9(1):28-43. https://doi.org/10.4067/S0718-18762014000100004
Chicago/Turabian StyleLópez, Manuela, and María Sicilia. 2014. "Determinants of E-WOM Influence: The Role of Consumers’ Internet Experience" Journal of Theoretical and Applied Electronic Commerce Research 9, no. 1: 28-43. https://doi.org/10.4067/S0718-18762014000100004
